“Look at people as resources to be developed.” — Peter Drucker
One of the keys to an effective coaching program is for managers to invest time with those sales professionals who will yield the greatest ROI. There are four primary categories of employees: star performers who are high performance, high potential; new hires who are high potential, low performance (because they just started); solid performers who are good performers but have low potential; and poor performers who are low performance, low potential. The groups that respond best to coaching on trainable topics are star performers and new hires. Consequently, this is where managers should concentrate their coaching efforts for best results.